Sabrina Stoffregen
Director, Intel Ambassadors
@stoffregen
How to Build Intel-ligent Brand Ambassadors
A framework, success story, shared dialogue, and Q&A
• 5 Tips to Build Brand Ambassadors
• How Brand Ambassadors Boost Your Bottom Line
• How to Build Alignment through Emotional Connection
How to Build Intel-ligent Brand Ambassadors
Sabrina Stoffregen
Sabrina Stoffregen
Why a community of brand
ambassadors is important now
People don’t buy
what you dothey buy why you
do it
– Simon Sinek
• Engaged employees who successfully
represent the company brand provide
a competitive advantage and impact to
the bottom line. –Source: Milward Brown
• Actively engaged and empowered
employees are among the top 10
factors that accelerate growth in a
company. –Source: Milward Brown
• One of the biggest assets a company/
brand has is its employees
Employees are key in building and engaging brand loyalists
Why employee advocacy will give your
brand a competitive advantage
An everyday
employee is 2x
more trusted vs.
Chief Executive
- Edelman Trust
Baromoeter ‘13
• Better connected company - The more a company empowers employees to engage with
•
•
•
•
•
stakeholder, the more connected and adaptive the company becomes.
Personified brand - Employees openly discussing your brand can have a humanizing effect for
your brand. This ultimately boosts consumer perception.
Increased employee loyalty - When employees publicly declare support for their company, it
increases their own allegiance.
Amplified brand awareness - Emotions and behaviors are contagious. When employees voice
their feelings and opinions, it not only influences the views of their direct network but also
spreads as far as two more interactions
More meaning in work - Empowering employees to act as brand advocates boosts their
happiness and performance levels = company growth
Improved talent retention - Enabling employees to learn, connect, and shine is an enticing
reason for them to stay and contribute
Employees are key in building and engaging brand loyalists
How employee brand ambassadors
boost your bottom line
•
In 2011 46% of US executives said that an increase in brand advocates was one of the most
important benefits of social media (source: Jive, 2011)
•
Employees have 10xs more followers vs. corporate accounts. Only 2% of the audience overlaps
with corporate accounts (source: Cisco, 2013)
•
Employees share 29% more URLs about the company vs. corporate accounts. Employees account
URL reach is 2x vs. corporate accounts (source: Cisco, 2013)
•
The reach of hashtags about the company shared by employees is 24 times that of
corporate(source: Cisco, 2013)
•
Marketing-induced consumer-to-consumer word of mouth generates more than 2x the sales of
paid advertising (source: McKinsey Quarterly, April 2010)
•
Brand advocates are 50% more likely to influence a purchase. (source: Marketing Charts)
Opportunity:
Only 20% of
brands use
advocate and
experts programs
in their marketing
5 Tips to Build Brand Ambassadors
1.
To build brand love you’ve got to start with your North Star your purpose.
Frame the problem. Define the opportunity. Articulate your purpose. Build your strategy.
Intel People don’t
buy what you dothey buy why you
do it
– Simon Sinek
2.
Recruit your most passionate advocates
When you create an environment in which employees are passionate and believe in the vision,
they will authentically represent the brand.
3.
Build movements, not campaigns
Movements are about mobilizing people behind a shared purpose.
4.
Inspire advocacy through emotional connection
Humans are not wired just for reception. We are wired for connection, and narrative is designed
for connection
5.
Listen, learn, iterate, improve
Employees are key in building and engaging brand loyalists
Start with your North Star
Your purpose
• Frame the problem
“How do we…” or “How could we…”
41% of us believe
employees to be
the most credible
source of
information
regarding a
business.
-Edelman’s ‘13
Trust Barometer
• Define the opportunity
Storytelling
(the
telling of purposeful
stories)brand?
is in
What is the
opportunity
for our company,
our
DNAdoes the company need from us?
What
·
Stories put all the key facts into an emotional
• context.
Articulate your purpose
· What
Stories
do wemake
standfacts
for?and
Whyfigures
shouldmemorable,
people care?
resonant, and actionable.
• Build your advocacy strategy
How do we want Ambassadors to feel? Be perceived?
Kinesthetic learning environment engage in a
visioning exercise
Employees are key in building and engaging brand loyalists
Recruit your most passionate advocates
People don’t buy
what you dothey buy why you
do it
– Simon Sinek
• When you create an environment in which employees are passionate and believe
in the vision, they will authentically represent the brand.
• Your most passionate advocates are natural influencers and storytellers who have
street credibility.
• Segment your advocates and give them the freedom to advocate what they are
Storytelling
(the
telling of purposeful
most
passionate
about. stories) is in our DNA
·
put all the key facts into an emotional context.
• Stories
Empower
your employees to personalize the message and express it anyway they
·
Stories make facts and figures memorable, resonant, and actionable.
want.
• When it comes to advocacy, organic brand love is better than paid brand love.
• Creating levels of advocacy involvement can reward your top employees and create
an environment of exclusivity which makes your program even more appealing.
• Advocates are in it for the experience, the interaction and, most of all, the
community.
Employees are key in building and engaging brand loyalists
Build movements, not campaigns
• Movements are about mobilizing people behind a shared purpose.
People don’t buy
what you dothey buy why you
do it
– Simon Sinek
• Brands aspire to build movements around causes that intersect with the online
community and their business.
• Whether a political movement, a social movement, or a brand movement, all are
Storytelling
(the
purposeful
is in our DNA
trying to
dotelling
moreofthan
simplystories)
reach people.
Movements aspire to drive advocacy
·
Stories
putpeople
all the key
facts into
emotional
context.
that
drive
to action
or an
behavior
change.
·
Stories make facts and figures memorable, resonant, and actionable.
• Successful movements have common characteristics
1.
2.
3.
4.
Singular, focused purpose. Without a clear vision, a movement cannot succeed.
Successful movements are those that are perceived as genuine and organic
Low barriers to entry. Simple actions and simple messages work best.
A commitment to the people and resources to cultivate growth and actions. Be
prepared to invest time, effort, and dollars to assist the movement’s growth.
Employees are key in building and engaging brand loyalists
Inspire advocacy through emotional connection
• Humans are not wired just for reception. We are wired for connection, and narrative is
designed for connection. It's all about how you get people to share things.
Word-of-mouth is
over 10x as
effective as
traditional
advertising.
People trust it
more, and it's
more targeted.
• Surround your consumers with brand experiences (including stories), so they can selfselect how they want to interact with your brand.
Storytelling (the telling of purposeful stories) is in our DNA
brand’s
is best
through context.
a purposeful story.
· • Your
Stories
put allnarrative
the key facts
into told
an emotional
• Storytelling
is inand
ourfigures
DNA memorable, resonant, and actionable.
·
Stories
make facts
• Stories put all the key facts into an emotional context. They make facts and figures
memorable, resonant, and actionable.
• The power of a purposeful story enables you to bond your information with emotion.
• Empower your audience to tell your story forward.
• All good telling of stories is interactive. You want it to be a back-and-forth.
• Remember the "me-to-we" factor when telling a story. Shine the light on a goal, interest, or
problem that both the teller and audience share.
Employees are key in building and engaging brand loyalists
Listen, learn, iterate, improve
Engaged
employees
produce 2x as
much work
product in the time
as unengaged
employees
- National Business
Research Institute
• Make it easy for employees to identify and share their passions
• Understand what inspires and motivates your employee advocates and build an
incentive program that supports those intrinsic and extrinsic drivers.
• Give them encouragement, guidance, support, and recognition with enable and
inspire(the
them
to act
as the voice
of your
Storytelling
telling
of purposeful
stories)
is incompany.
our DNA
· • Engage
Stories employees
put all the key
into an
infacts
building
anemotional
advocacycontext.
platform and movement. They will
·
Stories make
facts
and figures
become
vested
partners
in itsmemorable,
success. resonant, and actionable.
• No matter what platform you choose to build your advocacy network on, make sure
that platform offers a solid set of metrics to track the effectiveness and impact.
Make it easy to see success.
• Continually optimize.
Employees are key in building and engaging brand loyalists
SUCCESS STORY: INTEL AMBASSADORS
Intel
Ambassadors are
the voices of our
unified brand
story that reveals
to the world what
we stand for and
why they should
care.
Intel Ambassadors are chartered with
building Intel brand loyalists internally
and externally.
We strive to connect people personally
and emotionally to what’s inside the
heart and soul of Intel through our social
and technological innovations.
WHO ARE INTEL AMBASSADORS AND WHAT WE STAND FOR
Intel
Ambassadors are
the voices of our
unified brand
story that reveals
to the world what
we stand for and
why they should
care.
“One word: Awesome! I have been a Intel 15+ years and for the first time I felt really
connected to driving our product in the market.” Ambassador Jason Goetz
“The Smart Squad has been one of the most
memorable experiences of my 15-year career at
Intel. Not only did I have the opportunity to test
Drive a state-of-the-artOne
Intel powered tablet, I had
the chance to meet fellow employees across every
geography and business group at Intel and forged
new relationships and partnerships.” –
Ambassador Monica Eisel
“Being able to show someone how our
technology is connecting and enriching the
lives is a step up from just telling them the
story. When I use my Intel tablet around
people, it takes the abstract concept of Intel
technology they see in commercials and
turns it into reality.” Ambassador Linda Quian
WHO ARE INTEL AMBASSADORS AND WHAT WE STAND FOR
HOW DO WE ENGAGE
External Brand Loyalists
Our aspiration is
to mobilize and
inspire a
community of
brand loyalists
Fellow travelers (10x10)
OEMs (HP, Lenovo)
Product launch influencers
Fans/ loyal consumers
Internal Brand Loyalists
Elite Brand Champions
High-touch coaching and support for social
enablement of our experts and sr. leaders
Intel Ambassadors
Intel Alumni
Intel Interns
Grow our Ambassadors in all geos
5 Elite Brand Champions
Grow to 2.5% innovators
307 Intel Ambassadors
Grow to 13.5% early adopters
Increase Ambassadors making an impact
ISEF finalists
Intel for Change
EYE 50
Hatch
Intel Advocates
Scale program to harness the enthusiasm
of a broader audience
WHO ARE INTEL AMBASSADORS
100K Intel
Employee Advocates
34% Early Majority
34% Late Majority
16% Laggards
Intel Ambassadors in Intel Service Corps
Frame the problem
Intel
Ambassadors are
the voices of our
unified brand
story that reveals
to the world what
we stand for and
why they should
care.
……..
How do we…
1. make it easy for employees
to identify and share their
passion about Intel
2. get people outside the
company to care about what
Intel does and why we do it,
as much as we do.
3. help Ambassadors connect
employees to the innovation
they enable and consumers
to what’s inside Intel
Define the opportunity
Share our narrative
Gather the brand love, amplify
it, and invite you to feel it and
express it any way you want
Video
HOW WE DEFINE THE OPPORTUNITY
WHEN DO WE ENGAGE
US
Consumers want
ongoing,
authentic ways to
participate with
brands. They
want to
experience your
work.
Asia Region
Intel Tablet Smart Squad
Experience Intel
WHERE DO WE ENGAGE
Latin America
Employee Expos
Consumers want
ongoing,
authentic ways to
participate with
brands. They
want to
experience your
work.
TIP 1
TIP 2
Start with your North
Star your purpose
Recruit your most
passionate advocates
TIP 4
Inspire advocacy
through emotional
connection
TIP 3
Build movements, not
campaigns
TIP 5
Listen, learn, iterate,
improve
HOW TO START THE CONVERSATION
Consumers want
ongoing,
authentic ways to
participate with
brands. They
want to
experience your
work.
LETS TALK
Consumers want
ongoing,
authentic ways to
participate with
brands. They
want to
experience your
work.
LETS TALK
Consumers want
ongoing,
authentic ways to
participate with
brands. They
want to
experience your
work.
Adoption Curve
Consumers want
ongoing,
authentic ways to
participate with
brands. They
want to
experience your
work.
The most credible influencers are the change neutral who ask “how” vs. why. And
yet they are not change zealots so they have a lot of trust and credibility.
Change
Adverse
• People
who will
always
disagree
Change
Neutral
People
who are
undecided
Rule of Thirds
Change
Ready
People
who agree
Consumers want
ongoing,
authentic ways to
participate with
brands. They
want to
experience your
work.
•
•
It is not about trying to reach thousands
with your message, but instead precisely
identifying the most influential members
of your audience and recognizing them for
their value. By directly engaging with
them you are indirectly engaging
thousands of other people who are part
of this influencer’s social sphere.
We must identify our key employee
influencers and identify opportunities to
engage with them around their unique
messages.
Rule of Thirds
Advocate
Influencers
1.
2.
3.
4.
5.
Advocate
Ambassador
Citizen
Professional
Celebrity
Ambassador
Types of Influencers
Citizen
Influencers
1.
2.
3.
4.
5.
Advocate
Ambassador
Citizen
Professional
Celebrity
Professional
Types of Influencers